Video Research: Key Workshop Highlights

Co-chairing the conference “Market Research in the Mobile World: Europe 2016” in London I had a chance to participate in a workshop called: “Lights, Camera, Action- Take 2 for video research situations” led by Lightspeed.

Here I would like to share my key highlights from this workshop as well as discussions around video research which we had during the Conference.

Video research is taking a central position in consumer research. Nowadays video research can have different forms:

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The beauty of video research is that it can incorporate both qualitative and quantitative components. Thus, video script with text analytics can be leveraged for quantitative purposes.

That means that video research can be combined with or used instead of open ended questions. Research conducted by Lightspeed shows that  answers on open ended questions include on average 8 words while video responses have on average 40 – 100 words and provide much deeper insights.

Videos can also help to create shorter surveys as per Lightspeed research one video can replace 3 open ended questions. However, longer timing for the results analysis should be taken into consideration here.

Another point of consideration in video research is linked with willingness of respondents to share their videos.

During the workshop Lightspeed shared the following respondents’ concerns related with video sharing:

concerns-about-video-sharing

We as research professionals should also always keep in mind the quality of content that we’ll receive in video research. Thus, for instance, even if consumers share a video quite often they show only house but not themselves.

So, the key hits & tips before doing a video research:

  • Ask the right questions in the video interviews: describe, show…
  • Determine the length of the video in advance.
  • Specify what should be in the video/ what you want to know.
  • Make questions individualized.

It’s also important to talk to the right people during the video research. Hence, one more watch out is a skew in people who are open to the video research. For example, Lightspeed highlights that introverts and “early mainstream” aren’t very open to participate in video studies.

“Market Research in the Mobile World” Conference Highlights: Conducting Mobile Surveys

In this last issue of my highlights from the conference “Market Research in the Mobile World: Europe 2016” I would like to share key ideas and insights about surveys on a smartphone.

First fast that we should take into our consideration is that a response rate to on-line surveys is just 15-20% (Breaking Blue research).

Second fact is that up to 30% of on line surveys nowadays are answered from a smartphone device (based on FocusVision research).

So, today it’s crucial for our survey to be:

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Hence, before launching any on-line survey we should always answer the following question: “How much engaging is my survey?”.

One of the possible solutions to increase respondents engagement can be a gamified survey. But please keep in mind a set of important points before rushing into a gamified survey:

watch-outs-of-gamified-surveys

In terms of the entertainment narrative gamified survey can vary from guessable games&quizzes and  movie techniques to a slide survey.

The key strengths of gamified surveys are:

  • Possibility to build a longer survey.
  • A chance to achieve better completion rate especially with very narrow targets.
  • Opportunity to benefit from functionality of mobile phones.
  • Feasibility to be relevant and keep engagement.

However, gamified surveys should be avoided in case of research of B2B and developing markets.

“Market Research in the Mobile World” Conference Highlights: Key Trends in Market Research

Today I would like to share the key highlights on the trends in market research that were discussed in the frames of “Market Research in the Mobile World: Europe 2016” conference in London.

1.Mobile crowdsourcing research is booming: there are more and more business cases where mobile crowdsourcing platforms are used.

The beauty of mobile crowdsourcing research is linked with its high agility – the solution can be used at home (pre-shopping, ethnographies, product reviews), in store (price checks, retail audits, in-store photos, OOS, competitor analysis, mystery shopping) and out of store (typical applications used, ads awareness).

2. Mobile research allows to be closer to the moments of truth: mobile operators can help to build a consumer journey and daily diaries, including commuting patterns, digitality, affluence and lifestage.

Importantly also to keep in mind that consumers use mobile a lot while on traffic.

3. Consumer first approach should be also implemented in surveys: we should ask ourselves “what do our consumers want us to ask them?”.

4. Social Media possessing a lot of information about consumers is still quite close to a holistic analysis. Thus, Antedote study underlines that only 1-20% of posts are geotargeted and 70% of the content refers to dark media (closed content).

5. Internet of Things shows a strong potential for the market research. But there should be considered a fact that device and respondents in general use different types of logic.

6. Modern technologies can allow us to get more in-depth behavioral data that can help to address a high gap between real and claimed data.

Market researchers should continue to look for the ways on how to address the difference between real and claimed data. As, for instance, research shared by Beatgrid Media has shown that real TV exposure is 19% while claimed is 34%.

Another research conducted by Wakoopa has revealed that on average 64% of the respondent’s answers about their mobile behavior is wrong and 65% of the respondents who answered wrong overestimate their usage.

7. Share of experience is more predictive than share of voice. Share of experience can include: “me using/eating/drinking”, “peer observation” and “retailer advertising”.

It’s important to remember that according to research of Mesh Agency “positive experiences have three times the impact of a neutral experience on brand consideration”.

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Top 6 Insights from Panel Discussion about Technology Impact on Market Research

Last September I had a privilege to moderate a fascinating panel discussion on the topic: “A faster, cheaper and easier future for Market Research- or not?” in the frames of the Conference: “Market Research in the Mobile World: Europe 2016”.

In the panel were presented outstanding Market Research professionals: Ank Van Ophoven from Philips Lighting, Frank de Boer from KLM and Jocob Wieland from BBC.

I should admit that it was a great pleasure for me to discuss this topic on the stage of Millenium Mayfair London. Despite the fact that we touched different aspects of the impact of technologies on the Market Research, I still managed to make some key take away notes.

  1. We as market research professionals definitely shouldn’t be threatened by the modern technologies, in fact we can benefit from them a lot!
  2. Market researchers need to develop a set of skills to be able to leverage these technologies – like using data from connected devices and social media. However, it doesn’t mean that we as professionals are required to have an absolutely different profile in terms of the technical skills.
  3. Bringing insights into action is still a core of our job and technologies just bring us an access to a broader spectrum of information that can be leveraged for insights generation.
  4. Modern data is used differently in different industries that is also linked with an access to different type of data. However, there is one thing common- we as professionals should look and benefit from sources of cheap and fast data.
  5. Traditional market research techniques aren’t obsolete but having at our disposal a wider diversity of the data we could get deeper insights. Traditional techniques stay in the industry but while even 5 years ago they were a core for insights generation now they are just one of many.
  6. A core challenge for market research professionals continues to be a combination of various data types to create holistic insights.

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